Last year offered the sports and protein drinks category a big marketing opportunity through the London 2012 Summer Olympics, says Jennifer Zegler, beverage
analyst at Chicago-based market research firm Mintel. Atlanta-based The Coca-Cola Co.’s Powerade brand enhanced its brand awareness as the official sports drink of the London 2012 games, she points out. The brand hydrated more than 10,000 athletes across 26 sports on the field of play both in training and in game venues and also hosted the Powerade Hydration Center at the Olympic Athletes’ Village to allow athletes to customize their own Powerade sports bottles, order the Powerade Pro Sports Hydration powder, and receive hydration tips to help them perform, the company says.